marketing grewal / levy m 17 advertising, public relations, and sales promotions copyright © 2011...

marketingGREWAL / LEVYM 17

ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS

Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

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Steps in Planning an Ad Campaign

17-2

Pull strategyPull strategy Push strategyPush strategy

Advertising Objectives

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Informative Advertising

• Communicates to create and build brand awareness

• Retailers aim to push the consumer through the buying cycle to final purchase

• Often used to inform customers about upcoming sales events or arrival of new merchandise

17-4Clip 20, Ford Fiesta

Persuasive Advertising

• Generally occurs in the growth and early maturity stages of the Product Life Cycle when competition is most intense

• May be used to reposition an established brand in the later stage of the Product Life Cycle

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Reminder Advertising

• Communication used to remind or prompt repurchases

• Occurs after the products have gained market acceptance

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Product-focused advertisementsProduct-focused advertisements

Institutional advertisements

Institutional advertisements

Focus of Advertisements

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Prim

ary

vs. S

elec

tive

Dem

and

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Choo

sing

the

Righ

t Med

ium

17-9Google # 18

Determine the Advertising Schedule

17-10

Type

s of

Sal

es P

rom

otion

17-11

Global Markets -- Sales Call Cultural Issues

Assessing Global Markets

7-13

The greater the wealth of people in a country, generally, the better the

opportunity a firm will have in that particular country

The basic facilities, services, and installations needed for a community to

function

Cultural or the shared meanings, beliefs, morals, values, and customs

Government actions and actions of nongovernmental political groups influence laws and regulations

Breathe Right Global

Choosing a Global Entry Strategy

7-15

Producing goods in

one country

and selling them in another

A contractual agreement that

allows the franchisee to

operate a business using a name and format developed and supported by

the franchisor

A collaborative relationship

between independent firms though the partnering firms that do not invest in one another

A firm entering a new market pools its resources

with those of a local firm to form a new company in

which ownership, control, and profits are shared

When a firm maintains 100 percent ownership of its plants, operation facilities, and offices in a foreign country often through the formation of

wholly owned subsidiaries

The Global Marketing Mix: Product or Service Strategies

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